Dive Brief:
- Nabisco, the Mondelez International brand which includes snacks like Oreo, Ritz, Triscuit and Chips Ahoy!, has signed on as the title sponsor of the Grammy-winning band Lady Antebellum’s "You Look Good" world tour, according to a news release.
- Nabisco is tying the partnership to its “Remix Your BBQ” integrated marketing campaign, which includes in-store sampling, social media promotions, a Pinterest board and influencer engagement, per the release. The brand is also encouraging snackers to share how they're switching up their barbecues with the hashtag #BBQremix.
- A Nabisco food truck will be present at Lady Antebellum's U.S. tour stops, and there is an SMS and online contest to win a VIP trip to the band's show in Nashville, TN, on Sept. 9. For the SMS portion, fans must text "NABISCOBBQ" to 35350; the online element provides a registration form at NABSICOBBQ.com.
Dive Insight:
Summer is a big sales period for food and CPG brands, and Nabisco is taking a multichannel approach to capitalizing on two popular events during the season — concerts and cookouts. The tour sponsorship is notable in that it takes a traditional, hands-on strategy — something like food trucks — and ties it to a broader integrated marketing campaign that includes highly social, shareable elements.
Mondelez has been focusing on these types of digital integrations lately, often with Nabisco's Oreo brand. Oreo has an ongoing "dunk" challenge campaign that's sent cookies into space and is also running a social media contest that lets fans decide what its next flavor is going to be.
Despite the innovation in some of these efforts, Mondelez has also been undergoing a shake-up in its marketing structure. CMO Dana Anderson left the company for the consultancy MediaLink at the end of April, and the brand also saw the departures of its chief media and e-commerce officer, global head of content and media monetization, VP-head of global media and digital and its EVP and president of North American business.
